Why Make A Meal, When You Can “Forge The Family Dinner” With Velveeta?

Wieden + Kennedy/Portland is back with more character driven narrative in support of yet another packaged goods brand. This time it’s Velveeta, and the man isn’t on a horse, he fits horses with shoes.

According to The New York Times, the new ads are means to resonate with consumers who want simplicity, but have misgivings about meals that are too simple to make.

“Our consumer doesn’t want to be slaving away in the kitchen, but she may not feel great about just pulling something out of the freezer and putting it in the microwave,” Adam Grablick, the brand manager for the Velveeta convenient meals division, said. “She wants the meal to be hands-on, and for the meal to come from her hands and her heart.”

How Velveeta can ever live up to an ideal like that is beyond me. For sure, Wieden did their part here, but Velveeta will never be the kind of food that comes from mom’s hands and heart. No matter what the commercials say, it’s still shelf-stable pasteurized cheese.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.